Tesis - Licenciatura en Mercadotecnia

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Browsing Tesis - Licenciatura en Mercadotecnia by Author "Borja Brazales, Yadira Paola"

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    “Plan de marketing para los minimarkets asociados a la Cámara de Comercio del cantón Latacunga”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Maxi Chiguano, Kevin Omar; Toapanta Chimborazo, José Manuel; Borja Brazales, Yadira Paola
    The main objective of this research was to develop a marketing plan for the minimarkets associated with the Chamber of Commerce of the Canton Latacunga, due to the lack of knowledge of adequate marketing strategies among these businesses. To carry out this study with precision and obtain reliable results, a quantitative approach was used as the methodological basis, applying a survey using the Likert scale to a representative sample of 382 people, aged 18 to 64, from the urban sector of Latacunga. The study evaluated the key dimensions of the 4 P's of the marketing mix, complemented by descriptive analysis and cross-tabulation. Additionally, a diagnosis was conducted using internal analysis, PESTEL, and MEFE, MEFI, and IE matrices to understand the current state of the commercial businesses. Based on this diagnosis, key strategies were proposed, such as the development of a digital catalog, the implementation of attractive pricing, the application of merchandising techniques, and the creation of social media content, among other actions aimed at improving the performance and competitiveness of the minimarkets.
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    “Plan de marketing para los negocios de autorepuestos automotrices asociados a la Cámara de Comercio del Cantón Latacunga.”
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Calero Lamar, Erick Mauricio; Lisintuña Chiguano, Wilden Michael; Borja Brazales, Yadira Paola
    This research project addressed the problems such as low profitability and limited variety of supply. The main objective was to develop a comprehensive marketing plan adapted to the needs and characteristics of the auto parts businesses in the Canton of Latacunga, using modern tools and techniques to improve their visibility and attract a greater number of customers, applying surveys to 380 customers, and the data were analyzed with SPSS software. The results revealed weaknesses such as the lack of limited advertising on social media, insufficient promotional offers and discounts, low customer confidence in automotive products, dependence on imports, and lack of staff motivation. Based on a cross-SWOT analysis, strategies were developed based on the marketing mix, including the creation of a digital catalog, the use of social media such as Facebook, TikTok, and Whatsapp Business, the establishment of an online shop, implementation of discount and recycling programs for automotive parts, and the creation of a logo representative of the automotive business. The results indicated that these strategies hold great potential to improve customer perception and increase sales, concluding that a proper marketing plan was essential to overcome weaknesses and seize opportunities in the automotive sector.
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    “Plan de marketing para los negocios de prendas de vestir asociados a la Cámara de Comercio del Cantón Latacunga”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Alarcón Vizuete, Antony Sebastian; Guamán Ushco, Joffre Stalyn; Borja Brazales, Yadira Paola
    The objective of this research project is to design a general marketing plan as a proposal for the garment businesses associated with the Chamber of Commerce of the Latacunga Canton. Weak positioning, limited competitiveness, reduction in the level of sales, and inability to adapt to a constantly changing and innovative environment are some of the most evident symptoms. The marketing plan summarizes the strategies for a given period. The research takes a quantitative approach, applying a survey to 382 people, men and women between 18 and 64 years of age, in the urban sector of the city. This survey, based on the Likert scale, assesses the marketing dimensions known as the 4 P's and is complemented by descriptive research to gain a better understanding of the problem. The results of the analysis revealed a lack of promotional strategies, deficiencies in customer service, and a limited presence on social networks. In addition, a situational diagnosis was conducted using the internal and external PESTEL analysis to identify strengths, opportunities, weaknesses, and threats of the garment business. This diagnosis was complemented with the implementation of the MEFI and MEFE matrices to evaluate the elements identified in the SWOT and the IE matrix, which allowed the generation of strategies through a cross-SWOT to propose a series of strategies, including the creation of web pages, profiles on social networks, psychological pricing strategies, staff training, and the design of a digital catalog, among others.